British luxury watch brand Bremont has launched a new boutique at 292 Collins Street in Melbourne’s luxury precinct.
Bremont recently commissioned market research which found that 2.7 million Melburnians would consider buying a luxury watch, compared to 2.2 million in Sydney.
Meanwhile, 68 per cent of Melbourne-based survey respondents signalled that they would consider purchasing direct from a brand in-store.
The newly opened Bremont store in Melbourne will take up residence within the Block Arcade. It will offer the brand’s full watch collection and accessories alongside limited-edition timepieces. It will also include a bar alongside displays depicting various brand stories, including a Martin-Baker ejection seat, referencing Bremont’s testing program and MD watch collaboration.
Newly appointed CEO Davide Cerrato said Australia’s passion for outdoor lifestyle is synonymous with Bremont.
“The new boutique on Collins Street is the perfect location for Bremont to further engage with watch enthusiasts and the wider adventure and endurance community whilst welcoming our existing customer base,” Cerrato said. “Bremont has a very strong military and aviation following in Australia and we look forward to transcending this space as we look to further build awareness for the brand amongst a wider audience.”
Bremont stated the new store comes amid growth for the brand in Australia, following an $84 million investment earlier this year as American investor Bill Ackman and his affiliate both purchased a substantial minority interest in the company alongside Hellcat LP.
The closing of this new investment comes two years after the watch brand opened its 3,250 sqm manufacturing and technology centre, ‘The Wing’, in the United Kingdom. According to Bremont, this new facility has enabled the brand to become the first business in over 50 years to manufacture mechanical movements at scale.
“The Australian market has been vital to the success and growth of Bremont to date,” Bremont co-founder Giles English said. “Our new boutique on Collins Street marks an exciting milestone and the beginning of a new chapter of growth for the brand.”